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Marketing impact on diffusion in social networks

Marketing impact on diffusion in social networks
Marketing impact on diffusion in social networks
The article proposes a way to add marketing into the standard threshold model of social networks. Within this framework, the article studies logical properties of the influence relation between sets of agents in social networks. Two different forms of this relation are considered: one for promotional marketing and the other for preventive marketing. In each case a sound and complete logical system describing properties of the influence relation is proposed. Both systems could be viewed as extensions of Armstrong's axioms of functional dependency from the database theory.
Armstrong's axioms, Axiomatization, Completeness, Diffusion, Marketing
1570-8683
49-74
Naumov, Pavel
8b6c40fb-b199-44d5-a8e2-0ebd021566b0
Tao, Jia
008c0748-696c-4069-a351-551d311e8056
Naumov, Pavel
8b6c40fb-b199-44d5-a8e2-0ebd021566b0
Tao, Jia
008c0748-696c-4069-a351-551d311e8056

Naumov, Pavel and Tao, Jia (2017) Marketing impact on diffusion in social networks. Journal of Applied Logic, 20 (3), 49-74. (doi:10.1016/j.jal.2016.11.034).

Record type: Article

Abstract

The article proposes a way to add marketing into the standard threshold model of social networks. Within this framework, the article studies logical properties of the influence relation between sets of agents in social networks. Two different forms of this relation are considered: one for promotional marketing and the other for preventive marketing. In each case a sound and complete logical system describing properties of the influence relation is proposed. Both systems could be viewed as extensions of Armstrong's axioms of functional dependency from the database theory.

Text
2016-jal - Accepted Manuscript
Available under License Creative Commons Attribution Non-commercial No Derivatives.
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More information

Accepted/In Press date: 3 August 2016
Published date: 1 March 2017
Additional Information: Publisher Copyright: © 2016 Elsevier B.V.
Keywords: Armstrong's axioms, Axiomatization, Completeness, Diffusion, Marketing
Learn more about Agents, Interactions and Complexity research

Identifiers

Local EPrints ID: 475887
URI: http://eprints.soton.ac.uk/id/eprint/475887
DOI: doi:10.1016/j.jal.2016.11.034
ISSN: 1570-8683
PURE UUID: a6b271ca-e38a-4ca2-9353-a52810bc95fa
ORCID for Pavel Naumov: ORCID iD orcid.org/0000-0003-1687-045X

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Date deposited: 29 Mar 2023 17:13
Last modified: 17 Mar 2024 07:39

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Contributors

Author: Pavel Naumov ORCID iD
Author: Jia Tao

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